Economist.com The reasons for such failures are complex. Some designers bet too much on technology and forget simplicity. Asking consumers what they want is not necessarily the answer: many of them don’t know. Only expensive and time-consuming direct observation, says Mr Nielsen, will tell you where they encounter problems with a site. .... “If the PC was about adding features”, explains Mr Rifredi, “hand-helds and cellphones are about what to cut.”